In 2007, a political campaign used the nascent Twitter not to reach voters directly, but to create a news story about their innovative methods. This strategy secured a full-page newspaper feature, proving a platform's novelty can be a powerful PR tool before it has a mainstream audience.
A campaign printed 200,000 leaflets promoting a strategy reliant on Twitter's free SMS feature. Twitter abruptly discontinued the service without notice before the mailers arrived, making the physical collateral instantly obsolete and highlighting the risk of bridging physical and unstable digital channels.